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Prepared For The Worst, Survival Shelter Companies Waiting For Collapse Of Society

Prepared For The Worst, Survival Shelter Companies Waiting For Collapse Of Society

Authored by Allen Stein via The Epoch Times,

Set against…

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Prepared For The Worst, Survival Shelter Companies Waiting For Collapse Of Society

Authored by Allen Stein via The Epoch Times,

Set against a rocky slope, Fortitude Ranch resembles almost any other desert grange scattered along the barren highway in northwestern Nevada, far from any city or town.

On this 174-acre privately owned spread are free-roaming cattle, pens for raising sheep and chickens, a main house, and other living quarters under construction.

The ranch has good soil for growing crops, fruit-bearing trees, natural springs for gardening and livestock, and austere, rolling mountains on either side of the highway for cover.

Here, the resemblance ends.

The new Viking Lodge survival shelter is a work in progress at Fortitude Ranch Nevada on March 2, 2023. (Allan Stein/The Epoch Times)

Fortitude Ranch is anything but your typical farmstead. Its founder, Drew Miller, said its purpose is to ensure the safety of its inhabitants during a societal disintegration.

“Our design is to survive any collapse,” Miller said.

“We define a collapse as no functioning economy and widespread loss of law and order.”

It could take any form: a bird flu pandemic with heavy casualties, an economic depression, a world war, or global famine resulting in civil unrest and death.

A Question of Survival

During such a scenario, Miller said, “some people will just stay at home and starve to death.”

Others won’t go quietly into the twilight of civilization.

“A lot of people will say, ‘You know what? I will go out and steal food from my neighbor and do what I can to keep my family alive.”

A view of the desert scape from the windows of survival housing under construction at Fortitude Ranch Nevada on March 2, 2023. (Allan Stein/The Epoch Times)

Miller said this group poses a significant risk to the prepared.

Today, only some people feel the urgency to stock up against these terrifying scenarios or even think about them, said Miller, who started building survival ranches in 2012 as the need became more apparent.

Back then, the notion of preparing for a collapse of civil society still carried the stigma of tin foil hats and conspiracy theories.

The television series “Doomsday Preppers” further tarnished the image of “preppers” for years.

Miller, a former U.S. Air Force colonel, said a decade ago, people either smirked or turned away whenever he mentioned prepping.

That was then.

After the COVID-19 lockdowns and urban riots of 2020, the power substation attacks of 2022, the possibility of looming war with Russia—and China—and toxic chemical spills in 2023, hardly anyone is smirking now.

“People get it now. There’s much more recognition that you need to prepare for the fragile electric grid. For the avian flu contagion—and bad people,” Miller said.

Jason, a carpenter at Fortitude Ranch Nevada, works on a section of a new section of survival shelters on March 2, 2023. (Allan Stein/The Epoch Times)

“We tell our members there’s a chance a collapse could be something they haven’t even considered.”

The company lists 50 known triggers for a societal collapse on its website, taking each one seriously as its likelihood increases with each passing year.

Miller said the probability of an unexpected “black swan” event occurring this year is anywhere from 1 and 21 percent based on current trends and models.

Network of Like-Minded Survivors

The purpose of Fortitude Ranch is to meet the challenge through a network of survival communities with close to 500 members across the United States.

Miller sees it as a work in progress with five discreet corporate locations and a sixth survival ranch franchise.

He envisions as many as 100 nationwide franchises to keep pace with the demand.

From a survival standpoint, Fortitude Ranch is less costly than going alone, Miller said, because “you’ve got a survival community to share the cost.”

“We’ve got the staff. We’ve got the facilities. When our members show up in a collapse, all they have to do is follow directions.”

However, Fortitude Ranch is not geared toward the well-to-do. Its target membership is the middle class.

Ranch manager Brandon M stands in front of the new survival shelter lodge at Fortitude Ranch Nevada on March 2, 2023. (Allan Stein/The Epoch Times)

While yearly dues are low (about $1,000 per person), amenities are substantial and guaranteed to ride out the collapse in comfort and safety, Miller said.

“We are affordable because of large numbers of members and economies of scale. Fortitude Ranch is attractive to join because it is a recreation/vacation facility as well,” according to the company’s website.

Each ranch setup has a basic fortified shelter design that varies by location.

There are log-cabin-style living quarters and below-ground configurations made with corrugated steel, including shared spaces, quarantine buildings, recreational areas, and guard posts.

The simplicity of each location’s design is the key to its efficiency, Miller said.

“That’s why we formed Fortitude Ranch. Our system is for the middle class. We have plywood bunk beds in some of the rooms. It’s not fancy. We’ve got some nice digs, but many of our rooms are called Spartan rooms.”

“We don’t give out our locations because it upsets our members,” Miller told The Epoch Times, but “if you’re alive in a collapse, they will find you. You cannot hide. You’ve got to be able to protect yourself.”

Buckets of long-term survival food are stacked against the basement wall at Fortitude Ranch Nevada on March 2, 2023. (Allan Stein/The Epoch Times)

The rule is safety in numbers and armed security around the clock. When it’s time to “bug out,” members will arrive with extra food, guns, and ammunition.

“Hopefully before the collapse occurs—if the collapse occurs—we tell them don’t wait for a warning,” Miller said. “If you can’t contact us—that’s a good clue.”

At Fortitude Ranch in Nevada, Brandon M said the facility has everything an individual or family would need to survive following a general collapse.

“We’ve got over a year’s worth of food for more members than we have,” Brandon said. “That gives us time to have our agriculture and crops in place. We’ve also got our livestock.”

The ranch, built in 2020, is operational with solar and gas-powered generators for off-grid living. Brandon is the full-time manager, and Heather is his new assistant. Jason is a carpenter, helping construct the new Viking Lodge overlooking the ranch.

“I’ve been to some of the ranches. [Fortitude Ranch Nevada] is probably my favorite from a strategic standpoint,” Brandon said. “You have a lot of high points, but you don’t have a lot of trees, which can be a disadvantage as far as not having wood. The advantage is to see who’s coming at you.”

Ranch manager Brandon M stands in the middle of a new room under construction at Fortitude Ranch Nevada on March 2, 2023. (Allan Stein/The Epoch Times)

Brandon, now retired from the military, said the political climate in America has become more unstable and divided.

“I was looking to find a place with like-minded [people]. I realized I couldn’t do it alone,” he said.

After a decade serving in the Air Force, Heather said she found Fortitude Ranch online and applied for a job. She’s been out here for about three weeks and has enjoyed her experience.

“I like this because it’s more realistic. I don’t know if you even think about luxuries—water, food, and shelter. Those are the priorities. I think everybody should be concerned [about a societal collapse]. Not like fear—just aware,” Heather said.

The new Viking Lodge features a pair of log cabins joined with a corrugated steel enclosure to provide even more living space when complete. The ranch also has a small medical clinic, a workshop, and a practice firing range.

“We’re still building. We’re always building as we keep adding members,” Brandon told The Epoch Times. “Once we finish the Viking Lodge, we could easily have 200 [people].”

“Like right now, I’m working on rooms for paid members. It was just me out here for a long time, so it was slow. I don’t mind it; I like the isolation. You can’t just run to the store and grab some cough medicine.”

Fortitude Ranch Nevada manager Brandon M demonstrates a ham radio on March 2, 2023. (Allan Stein/The Epoch Times)

Brandon said Fortitude Ranch offers good protection against thieves and roaming bands of marauders. Given its remote location, finding the ranch wouldn’t be easy for the hungry and desperate following a collapse in the city.

“Being this far out here, nobody will want to waste calories walking and not even knowing what you’ll find,” Brandon said. “North of us, there isn’t anything for 30 miles.”

The ranch currently has more than 50 members, and everyone will have a job to do when they arrive, as determined by their skill set.

Brandon said two members are medical professionals. There are engineers and teachers as well.

One member is a culinary chef. The oldest member is 90.

“We’ve got big families, small families, individuals—all kinds of political backgrounds. Right and left. You’d think it would be all right [leaning]. We do have some [left-leaning] people. We’re getting more and more,” Brandon said.

“It’s like any other community. When civilization started, people had to come together in some way. It comes down to this: are the things that unite you stronger than those that divide you?

The medical clinic is fully stocked at Fortitude Ranch Nevada on March 2, 2023. (Allan Stein/The Epoch Times)

The medical clinic at Fortitude Ranch Nevada includes a single bed on March 2, 2023. (Allan Stein/The Epoch Times)

The nearest town is about a half-hour drive south. Brandon said some people suspected a nearby survival community whenever he shops for supplies. They’ll spot him at the supermarket, loading 20 bags of beans and 20 bags of rice into a cart.

Sometimes, they’ll ask him questions.

“I’ll make a joke. I don’t talk about what we are or where we are. They think you’re from a restaurant,” Brandon said.

Rebuilding Society

In the main house at Fortitude Ranch are furnished rooms with beds, fresh linen, and other amenities. The ranch guarantees a daily minimum of 2,000 calories for one year for each member.

However, some members prefer to stock their own food for long-term storage.

Brandon said members are serious about their preparations as national and global tensions worsen.

“A lot of them will come out here and store stuff. They’re constantly asking me how we are doing, where are we at.”

Fortitude Ranch Nevada manager Brandon M enters the work shed where gardening supplies are kept on March 2, 2023. (Allan Stein/The Epoch Times)

Members receive a monthly online newsletter to stay informed. So when the critical moment arrives, they will know what to do.

“It’s just about bringing communities back to what they once were,” Jason told The Epoch Times. “We’re trying to get people to work together in an environment to sustain themselves from anything.

“The template was there back in the day. It’s a winning model that works for everybody.”

Believing “history repeats itself” and collapse is inevitable, Jason said the sooner members work as a community, the sooner they can help to rebuild society.

“We’ve seen this before, and we’ll see it again. The probability of biological attacks is the norm right now,” Jason said.

Brandon said the collapse of society would look different than what people expect or imagine.

“You saw the rioting with [Hurricane] Katrina. This time will be on a much bigger scale.”

A barren lake bed stretches for miles on the way to Fortitude Ranch Nevada. Below, manager Brandon M walks along the dirt road to the main ranch house on March 2, 2023. (Allan Stein/The Epoch Times)

“It’s going to suck,” Brandon said, as people long to go back to life before the collapse.

“When we get knocked back into the Stone Age, you’re going to have a lot of unhappy people,” he said.

Jason added, “People will get caught where they don’t want to be. That’s the beauty of being a member [of Fortitude Ranch].”

Living Large Post-Apocalypse

Located in central Kansas, Survival Condos is a former missile silo turned into a luxury survival shelter on the higher end of the affordability spectrum.

Developer Larry Hall considers the project life-affirming in a world gone further off the deep end.

“For me, I took an intercontinental ballistic missile site that used to have a weapon of mass destruction designed to kill hundreds of thousands of people. I turned it into the complete opposite,” Hall said.

“It’s now a green facility, state-of-art technology that protects families.”

Fortitude Ranch Nevada is located in a remote northwestern part of the state, far from any city or town on March 2, 2023. (Allan Stein/The Epoch Times)

He admits the condos are expensive. A 3,600-square-foot Penthouse unit starts at $4.5 million. A full-floor unit measuring 1,840 square feet costs $3 million, and a half-floor condo runs about $1.5 million.

“People buy what they can afford and what they perceive they need protection from,” Hall told The Epoch Times.

“I decided there was a missing niche market in the luxury high-end bunker where people didn’t know how long they’d need a bunker.”

Hall said before COVID-19, people used to scoff at survival shelters as a fringe market demographic.

The question was always, “What are the chances of society collapsing?”

Then came the lockdowns, the urban riots, and the general chaos in 2020.

Hall said the events of the past three years have only vindicated the preparedness mindset. Survival Condo is now considered the “Gold Standard” for survival shelters.

Raising sheep is one of the main activities at Fortitude Ranch Nevada on March 2, 2023. (Allan Stein/The Epoch Times)

“I never get asked that question [will society collapse] anymore,” Hall said. “You’ve pretty much become mainstream. People realize the value of having a hardened property to go to and that extra degree of safety.”

He said Survival Condo’s purpose is to make sure that clients will survive the collapse and thrive in the process.

To that end, Survival Condo hired a psychologist to aid in the project design for extended off-grid living. The psychologist looked at basic human physical and emotional needs—from the need for optimum lighting and color schemes to foster a positive mood, better food quality to improve personal satisfaction, and recreational activities to keep tenants happy and fit.

“The single thing you need to have to keep people from going stir crazy—what people call cabin fever—is to have a good quality of food,” Hall said.

The original complex held 72 silos. Hall bought two silos with options to purchase another four, built out the first silo, and is working on completing the second.

An aerial view of the dome as it is built over the existing missile silo at Survival Condo in central Kansas. (Courtesy of Survival Condo)

The finished silo is 15 stories tall and built with a military-grade redundant air filtration system to handle nuclear, chemical, and biological attacks. The facility has redundant power sources and more than 20,000 square feet of floor space under the dome.

Each fully furnished condo unit has a biometric key entry. Other high-end amenities include a custom theater, bar and lounge, a library, indoor swimming pool and spa, workout facility, command and control center, hydroponic gardens, a medical first-aid clinic, a digital weather station, and homeschooling classrooms.

Hall said there’s a long waiting list for units when they become available.

“Ours is way up at the top for a reason—military-grade everything with high engineering,” Hall said. “The book has done everything with very tough standards.”

“We’re constantly keeping the place in a state of readiness. We could scale it up if we needed to be here for an extended time.”

The interior floor plan for Survival Condo, a former intercontinental ballistic missile silo turned condominium in central Kansas. (Courtesy of Survival Condo)

That time now appears close as the Doomsday Clock of the Bulletin of Atomic Scientists stands 90 seconds away from midnight.

Whether a natural or man-made disaster is on the horizon—”pick a poison,” Hall said. “All result in one common denominator, and that’s civil unrest.

“People are afraid and trying to get by and survive. So, ultimately, you need something where you can sleep with both eyes closed and don’t have to worry about a gang of MS-13 guys kicking in your door.”

“The whole thing is you have a place designed to protect families,” Hall said. “We’ve got a facility that can do that. We’re not out to muck with anybody. We want to be out of sight and mind, do our best to survive, not burden society, and take care of ourselves.”

Miller, at Fortitude Ranch, said the demand for survival ranch franchises has been growing exponentially.

“We’re going like mad now through franchising. We’ll double our number of locations this year. It could take off even more,” Miller said.

A furnished condominium at Survival Condo in central Kansas. (Courtesy of Survival Condo)

But even with 100 new franchise locations, “that’s still a tiny percentage of the population,” he said. “We’re not even close to handling 1 percent of the population.”

Miller said people owe it to themselves and the future to survive the coming collapse as the opportunities to rebuild will be “phenomenal.”

“I hope the United States will recover and follow the Constitution. We don’t follow it today,” Miller said.

Tyler Durden Mon, 03/06/2023 - 21:00

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The Coming Of The Police State In America

The Coming Of The Police State In America

Authored by Jeffrey Tucker via The Epoch Times,

The National Guard and the State Police are now…

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The Coming Of The Police State In America

Authored by Jeffrey Tucker via The Epoch Times,

The National Guard and the State Police are now patrolling the New York City subway system in an attempt to do something about the explosion of crime. As part of this, there are bag checks and new surveillance of all passengers. No legislation, no debate, just an edict from the mayor.

Many citizens who rely on this system for transportation might welcome this. It’s a city of strict gun control, and no one knows for sure if they have the right to defend themselves. Merchants have been harassed and even arrested for trying to stop looting and pillaging in their own shops.

The message has been sent: Only the police can do this job. Whether they do it or not is another matter.

Things on the subway system have gotten crazy. If you know it well, you can manage to travel safely, but visitors to the city who take the wrong train at the wrong time are taking grave risks.

In actual fact, it’s guaranteed that this will only end in confiscating knives and other things that people carry in order to protect themselves while leaving the actual criminals even more free to prey on citizens.

The law-abiding will suffer and the criminals will grow more numerous. It will not end well.

When you step back from the details, what we have is the dawning of a genuine police state in the United States. It only starts in New York City. Where is the Guard going to be deployed next? Anywhere is possible.

If the crime is bad enough, citizens will welcome it. It must have been this way in most times and places that when the police state arrives, the people cheer.

We will all have our own stories of how this came to be. Some might begin with the passage of the Patriot Act and the establishment of the Department of Homeland Security in 2001. Some will focus on gun control and the taking away of citizens’ rights to defend themselves.

My own version of events is closer in time. It began four years ago this month with lockdowns. That’s what shattered the capacity of civil society to function in the United States. Everything that has happened since follows like one domino tumbling after another.

It goes like this:

1) lockdown,

2) loss of moral compass and spreading of loneliness and nihilism,

3) rioting resulting from citizen frustration, 4) police absent because of ideological hectoring,

5) a rise in uncontrolled immigration/refugees,

6) an epidemic of ill health from substance abuse and otherwise,

7) businesses flee the city

8) cities fall into decay, and that results in

9) more surveillance and police state.

The 10th stage is the sacking of liberty and civilization itself.

It doesn’t fall out this way at every point in history, but this seems like a solid outline of what happened in this case. Four years is a very short period of time to see all of this unfold. But it is a fact that New York City was more-or-less civilized only four years ago. No one could have predicted that it would come to this so quickly.

But once the lockdowns happened, all bets were off. Here we had a policy that most directly trampled on all freedoms that we had taken for granted. Schools, businesses, and churches were slammed shut, with various levels of enforcement. The entire workforce was divided between essential and nonessential, and there was widespread confusion about who precisely was in charge of designating and enforcing this.

It felt like martial law at the time, as if all normal civilian law had been displaced by something else. That something had to do with public health, but there was clearly more going on, because suddenly our social media posts were censored and we were being asked to do things that made no sense, such as mask up for a virus that evaded mask protection and walk in only one direction in grocery aisles.

Vast amounts of the white-collar workforce stayed home—and their kids, too—until it became too much to bear. The city became a ghost town. Most U.S. cities were the same.

As the months of disaster rolled on, the captives were let out of their houses for the summer in order to protest racism but no other reason. As a way of excusing this, the same public health authorities said that racism was a virus as bad as COVID-19, so therefore it was permitted.

The protests had turned to riots in many cities, and the police were being defunded and discouraged to do anything about the problem. Citizens watched in horror as downtowns burned and drug-crazed freaks took over whole sections of cities. It was like every standard of decency had been zapped out of an entire swath of the population.

Meanwhile, large checks were arriving in people’s bank accounts, defying every normal economic expectation. How could people not be working and get their bank accounts more flush with cash than ever? There was a new law that didn’t even require that people pay rent. How weird was that? Even student loans didn’t need to be paid.

By the fall, recess from lockdown was over and everyone was told to go home again. But this time they had a job to do: They were supposed to vote. Not at the polling places, because going there would only spread germs, or so the media said. When the voting results finally came in, it was the absentee ballots that swung the election in favor of the opposition party that actually wanted more lockdowns and eventually pushed vaccine mandates on the whole population.

The new party in control took note of the large population movements out of cities and states that they controlled. This would have a large effect on voting patterns in the future. But they had a plan. They would open the borders to millions of people in the guise of caring for refugees. These new warm bodies would become voters in time and certainly count on the census when it came time to reapportion political power.

Meanwhile, the native population had begun to swim in ill health from substance abuse, widespread depression, and demoralization, plus vaccine injury. This increased dependency on the very institutions that had caused the problem in the first place: the medical/scientific establishment.

The rise of crime drove the small businesses out of the city. They had barely survived the lockdowns, but they certainly could not survive the crime epidemic. This undermined the tax base of the city and allowed the criminals to take further control.

The same cities became sanctuaries for the waves of migrants sacking the country, and partisan mayors actually used tax dollars to house these invaders in high-end hotels in the name of having compassion for the stranger. Citizens were pushed out to make way for rampaging migrant hordes, as incredible as this seems.

But with that, of course, crime rose ever further, inciting citizen anger and providing a pretext to bring in the police state in the form of the National Guard, now tasked with cracking down on crime in the transportation system.

What’s the next step? It’s probably already here: mass surveillance and censorship, plus ever-expanding police power. This will be accompanied by further population movements, as those with the means to do so flee the city and even the country and leave it for everyone else to suffer.

As I tell the story, all of this seems inevitable. It is not. It could have been stopped at any point. A wise and prudent political leadership could have admitted the error from the beginning and called on the country to rediscover freedom, decency, and the difference between right and wrong. But ego and pride stopped that from happening, and we are left with the consequences.

The government grows ever bigger and civil society ever less capable of managing itself in large urban centers. Disaster is unfolding in real time, mitigated only by a rising stock market and a financial system that has yet to fall apart completely.

Are we at the middle stages of total collapse, or at the point where the population and people in leadership positions wise up and decide to put an end to the downward slide? It’s hard to know. But this much we do know: There is a growing pocket of resistance out there that is fed up and refuses to sit by and watch this great country be sacked and taken over by everything it was set up to prevent.

Tyler Durden Sat, 03/09/2024 - 16:20

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Another beloved brewery files Chapter 11 bankruptcy

The beer industry has been devastated by covid, changing tastes, and maybe fallout from the Bud Light scandal.

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Before the covid pandemic, craft beer was having a moment. Most cities had multiple breweries and taprooms with some having so many that people put together the brewery version of a pub crawl.

It was a period where beer snobbery ruled the day and it was not uncommon to hear bar patrons discuss the makeup of the beer the beer they were drinking. This boom period always seemed destined for failure, or at least a retraction as many markets seemed to have more craft breweries than they could support.

Related: Fast-food chain closes more stores after Chapter 11 bankruptcy

The pandemic, however, hastened that downfall. Many of these local and regional craft breweries counted on in-person sales to drive their business. 

And while many had local and regional distribution, selling through a third party comes with much lower margins. Direct sales drove their business and the pandemic forced many breweries to shut down their taprooms during the period where social distancing rules were in effect.

During those months the breweries still had rent and employees to pay while little money was coming in. That led to a number of popular beermakers including San Francisco's nationally-known Anchor Brewing as well as many regional favorites including Chicago’s Metropolitan Brewing, New Jersey’s Flying Fish, Denver’s Joyride Brewing, Tampa’s Zydeco Brew Werks, and Cleveland’s Terrestrial Brewing filing bankruptcy.

Some of these brands hope to survive, but others, including Anchor Brewing, fell into Chapter 7 liquidation. Now, another domino has fallen as a popular regional brewery has filed for Chapter 11 bankruptcy protection.

Overall beer sales have fallen.

Image source: Shutterstock

Covid is not the only reason for brewery bankruptcies

While covid deserves some of the blame for brewery failures, it's not the only reason why so many have filed for bankruptcy protection. Overall beer sales have fallen driven by younger people embracing non-alcoholic cocktails, and the rise in popularity of non-beer alcoholic offerings,

Beer sales have fallen to their lowest levels since 1999 and some industry analysts

"Sales declined by more than 5% in the first nine months of the year, dragged down not only by the backlash and boycotts against Anheuser-Busch-owned Bud Light but the changing habits of younger drinkers," according to data from Beer Marketer’s Insights published by the New York Post.

Bud Light parent Anheuser Busch InBev (BUD) faced massive boycotts after it partnered with transgender social media influencer Dylan Mulvaney. It was a very small partnership but it led to a right-wing backlash spurred on by Kid Rock, who posted a video on social media where he chastised the company before shooting up cases of Bud Light with an automatic weapon.

Another brewery files Chapter 11 bankruptcy

Gizmo Brew Works, which does business under the name Roth Brewing Company LLC, filed for Chapter 11 bankruptcy protection on March 8. In its filing, the company checked the box that indicates that its debts are less than $7.5 million and it chooses to proceed under Subchapter V of Chapter 11. 

"Both small business and subchapter V cases are treated differently than a traditional chapter 11 case primarily due to accelerated deadlines and the speed with which the plan is confirmed," USCourts.gov explained. 

Roth Brewing/Gizmo Brew Works shared that it has 50-99 creditors and assets $100,000 and $500,000. The filing noted that the company does expect to have funds available for unsecured creditors. 

The popular brewery operates three taprooms and sells its beer to go at those locations.

"Join us at Gizmo Brew Works Craft Brewery and Taprooms located in Raleigh, Durham, and Chapel Hill, North Carolina. Find us for entertainment, live music, food trucks, beer specials, and most importantly, great-tasting craft beer by Gizmo Brew Works," the company shared on its website.

The company estimates that it has between $1 and $10 million in liabilities (a broad range as the bankruptcy form does not provide a space to be more specific).

Gizmo Brew Works/Roth Brewing did not share a reorganization or funding plan in its bankruptcy filing. An email request for comment sent through the company's contact page was not immediately returned.

 

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Revving up tourism: Formula One and other big events look set to drive growth in the hospitality industry

With big events drawing a growing share of of tourism dollars, F1 offers a potential glimpse of the travel industry’s future.

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Sergio Perez of Oracle Red Bull Racing, right, and Charles Leclerc of the Scuderia Ferrari team compete in the Las Vegas Grand Prix on Nov. 19, 2023. Tayfun Coskun/Anadolu via Getty Images

In late 2023, I embarked on my first Formula One race experience, attending the first-ever Las Vegas Grand Prix. I had never been to an F1 race; my interest was sparked during the pandemic, largely through the Netflix series “Formula 1: Drive to Survive.”

But I wasn’t just attending as a fan. As the inaugural chair of the University of Florida’s department of tourism, hospitality and event management, I saw this as an opportunity. Big events and festivals represent a growing share of the tourism market – as an educator, I want to prepare future leaders to manage them.

And what better place to learn how to do that than in the stands of the Las Vegas Grand Prix?

A smiling professor is illuminated by bright lights in a nighttime photo taken at a Formula 1 event in Nevada.
The author at the Las Vegas Grand Prix. Katherine Fu

The future of tourism is in events and experiences

Tourism is fun, but it’s also big business: In the U.S. alone, it’s a US$2.6 trillion industry employing 15 million people. And with travelers increasingly planning their trips around events rather than places, both industry leaders and academics are paying attention.

Event tourism is also key to many cities’ economic development strategies – think Chicago and its annual Lollapalooza music festival, which has been hosted in Grant Park since 2005. In 2023, Lollapalooza generated an estimated $422 million for the local economy and drew record-breaking crowds to the city’s hotels.

That’s why when Formula One announced it would be making a 10-year commitment to host races in Las Vegas, the region’s tourism agency was eager to spread the news. The 2023 grand prix eventually generated $100 million in tax revenue, the head of that agency later announced.

Why Formula One?

Formula One offers a prime example of the economic importance of event tourism. In 2022, Formula One generated about $2.6 billion in total revenues, according to the latest full-year data from its parent company. That’s up 20% from 2021 and 27% from 2019, the last pre-COVID year. A record 5.7 million fans attended Formula One races in 2022, up 36% from 2019.

This surge in interest can be attributed to expanded broadcasting rights, sponsorship deals and a growing global fan base. And, of course, the in-person events make a lot of money – the cheapest tickets to the Las Vegas Grand Prix were $500.

Two brightly colored race cars are seen speeding down a track in a blur.
Turn 1 at the first Las Vegas Grand Prix. Rachel Fu, CC BY

That’s why I think of Formula One as more than just a pastime: It’s emblematic of a major shift in the tourism industry that offers substantial job opportunities. And it takes more than drivers and pit crews to make Formula One run – it takes a diverse range of professionals in fields such as event management, marketing, engineering and beyond.

This rapid industry growth indicates an opportune moment for universities to adapt their hospitality and business curricula and prepare students for careers in this profitable field.

How hospitality and business programs should prepare students

To align with the evolving landscape of mega-events like Formula One races, hospitality schools should, I believe, integrate specialized training in event management, luxury hospitality and international business. Courses focusing on large-scale event planning, VIP client management and cross-cultural communication are essential.

Another area for curriculum enhancement is sustainability and innovation in hospitality. Formula One, like many other companies, has increased its emphasis on environmental responsibility in recent years. While some critics have been skeptical of this push, I think it makes sense. After all, the event tourism industry both contributes to climate change and is threatened by it. So, programs may consider incorporating courses in sustainable event management, eco-friendly hospitality practices and innovations in sustainable event and tourism.

Additionally, business programs may consider emphasizing strategic marketing, brand management and digital media strategies for F1 and for the larger event-tourism space. As both continue to evolve, understanding how to leverage digital platforms, engage global audiences and create compelling brand narratives becomes increasingly important.

Beyond hospitality and business, other disciplines such as material sciences, engineering and data analytics can also integrate F1 into their curricula. Given the younger generation’s growing interest in motor sports, embedding F1 case studies and projects in these programs can enhance student engagement and provide practical applications of theoretical concepts.

Racing into the future: Formula One today and tomorrow

F1 has boosted its outreach to younger audiences in recent years and has also acted to strengthen its presence in the U.S., a market with major potential for the sport. The 2023 Las Vegas race was a strategic move in this direction. These decisions, along with the continued growth of the sport’s fan base and sponsorship deals, underscore F1’s economic significance and future potential.

Looking ahead in 2024, Formula One seems ripe for further expansion. New races, continued advancements in broadcasting technology and evolving sponsorship models are expected to drive revenue growth. And Season 6 of “Drive to Survive” will be released on Feb. 23, 2024. We already know that was effective marketing – after all, it inspired me to check out the Las Vegas Grand Prix.

I’m more sure than ever that big events like this will play a major role in the future of tourism – a message I’ll be imparting to my students. And in my free time, I’m planning to enhance my quality of life in 2024 by synchronizing my vacations with the F1 calendar. After all, nothing says “relaxing getaway” quite like the roar of engines and excitement of the racetrack.

Rachel J.C. Fu does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

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